In today’s highly competitive market, “porcelain marketing” between brands has become a common phenomenon. By cleverly connecting with competitors or well-known big brands, small brands can quickly increase their visibility and exposure. This article will explore why brands prefer this marketing strategy, analyze the psychological mechanism and actual effects behind it, and discuss how to elegantly carry out porcelain marketing to maximize marketing effectiveness.
Recently, another brand has become popular because of porcelain marketing: Allazi advertisements secretly poke the connotation of Sam, Sigato and Yang Mi “shopped” Adidas, and JD.com laundry drums rubbed the whole family’s bucket. All three brands have earned a wave of popularity by touching porcelain, providing consumers with social topics.
Some netizens commented: Is this an unpretentious business war?
Counting the marketing plans of all walks of life, you can always find the figure of “touching porcelain” between brands. For example, in the tea industry, Luckin and Bawang Chaji have repeatedly touched the porcelain “big brother” Starbucks; Another example is the fast food industry, Burger King has persistently “pursued” McDonald’s for 50 years, and McDonald’s and KFC often stage a drama of love and killing; Looking at Xiaomi again, whether it is a mobile phone or a car, it always does not forget to mention “friends”.
So, why do brands always love “touching porcelain” marketing, and they don’t forget to pull friends when advertising?
01. Touch porcelain marketing to grasp the traffic password:
Small rubs are big, strong and strong
Generally speaking, porcelain marketing refers to the relatively weak brand to challenge the relatively strong brand openly or implicitly, create topics, and use the other party’s existing popularity to increase its exposure.
For example, Hong Kong women’s shoe brand Sigato continued last year’s porcelain routine, allowing Adidas’ former spokesperson Yang Mi to “sit” above the Adidas store, and the advertising copy “I’m here again, Sigato knitted shoes are really easy to wear”, of which “ah” and “” are up and down, homophonic “Adi”.
Comparison of Sigato’s outdoor advertising last year and this year
The ingenuity of this advertisement is that on the one hand, it accurately selects the location of outdoor advertising in the scene to attract Addi’s consumers to Sigatu and achieve drainage; On the other hand, there is a pun on the copywriting, “here again” not only refers to the former spokesperson Yang Mi coming to Adi again, but also refers to the continuation of last year’s advertising strategy and giving full play to the advantages of the spokesperson.
Such a “touching porcelain” is justified, not only will not cause consumer disgust, but also stimulates the public’s desire to share through humor, so that offline advertising content can become a tipping point that can be disseminated online.
Sigatu’s advertisement can’t help but remind people of last year’s overlord Chaji’s march into Changsha, taking Du Fu to put the advertisement on Chayan Yuese’s head. However, the difference is that Sijiatu is clearly a straight cue Adi, but Bawang Chaji does not mention Chayan Yuese at all in the advertisement, it all depends on the netizens’ own associations, and the controversy continues.
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Some netizens commented that “such an advertisement is really interesting”, and some people said that “at first glance, I thought it was a tea and pleasant advertisement”, and some even thought that the pattern was small.
Although there are different opinions, the advertisement of Bawang Chaji has indeed achieved the purpose of breaking the circle. After all, “black and red” is also red, and in the era of information explosion, if you want to gain the public’s attention through porcelain marketing, you have to take the risk of being scolded.
In addition to small brands sending invitations to big brands to “rub a bit”, brands of similar strength will also “touch porcelain” with each other and work together to harvest traffic to achieve a win-win situation, such as McDonald’s and KFC, which are the most talked about “pure hatred CP” in the fast food industry.
In February this year, McDonald’s “Cage-Free Good Chicken (CFC)” touched porcelain KFC KFC, going back and forth with each other, so lively, and the popularity continued to dominate the list for a week.
McDonald’s advertisement “CFC” uses a similar color scheme and slogan to KFC’s “KFC” and is placed near KFC stores, giving the illusion of a McDonald’s and KFC co-branding at first glance. After being “provoked”, KFC immediately counterattacked, underlining the advertisement “KFC” under K, emphasizing that its product was “good fried chicken with scales”, hitting McDonald’s sore spot.
Previously, McDonald’s was criticized by consumers for using pre-coated flour to make the fried chicken look “scaleless” and the taste was “not crispy enough”.
The reason why porcelain marketing can generate continuous popularity this time is that it has been laughed at by consumers from time to time, and the most important thing is that KFC seized the marketing opportunity and counterattacked the next day, raising the popularity of the topic to a new height.
Nowadays, under the years of McDonald’s and KFC loving each other, consumers have tied the two, and whenever anyone has an event to promote, consumers will always arch the fire in the comment area of the other side, or even plan as a water station.
02. The correct posture of touching porcelain makes marketing twice the result with half the effort
Why do brands like to “touch porcelain”?
The simplest answer is to create social topics and achieve the purpose of low cost and high exposure.
If it is just a simple advertisement, it may not arouse consumer interest. However, once associated with a widely known brand, creating a topic in a humorous way can quickly arouse public opinion and poke at consumers’ mentality of liking to watch the excitement, which can increase exposure.
Furthermore, porcelain marketing also shows the social power of the brand and realizes the interaction between the brand and consumers. Successful porcelain marketing is to allow consumers to actively participate in it and stimulate consumers’ desire to share and retweet on social media. In the joke of colliding porcelain marketing, consumers not only remember the brand, but may also take the initiative to understand the brand and associate with the two brands.
For example, from McDonald’s clown stealing Burger King’s burger to Burger King’s “strong kiss” McDonald’s, Burger King has insisted on interacting with McDonald’s with creative advertising for many years, successfully creating a CP of Burger King x McDonald’s in the hearts of the public, arousing people’s lasting interest and shortening the distance between them and consumers.
The next thing to think about is, how do brands choose to touch porcelain?
On the one hand, there must be something in common. We can take a look at recent cases: Yang Mi has been the spokesperson of Scarlett and Adidas, Aldi and Sam’s belong to the retail industry supermarket, and JD.com has used creative advertising “tubes” and “buckets” to rub major fast food giants.
Obviously, it is best for the two brands to have an obvious relationship, which can make consumers smile, cause controversy on the topic, and easily generate heat.
On the other hand, if you want to touch the top brands in the industry, big brands have their own popularity, there are many true love fans and many black fans, and the probability of causing social discussion will be greater. To put it more advancedly, it is to “take advantage of the situation”, that is, to use the popularity of others to increase one’s exposure, such as JD.com’s recent advertisement is a good case of “taking advantage of the situation”.
JD.com “touches porcelain” McDonald’s, KFC, and Burger King, placing creative advertisements at the door of McDonald’s, cleverly using the creative associations between the washing machine “tube” and the fast food “bucket” to publicize, and openly touch porcelain, touch new ideas, and touch humor. At the same time, the core selling point of the washing machine is also implanted into the minds of consumers.
So, how can you touch porcelain elegantly to maximize the marketing effect?
It is important to realize that the real purpose of porcelain marketing is to interact with consumers, not to challenge competitors.
At present, consumer concepts have changed, from focusing on functionality to fun, and brands can better create social topics, arouse consumer interest, and establish deeper emotional connections with humor. If you take an overly serious approach to challenge other brands and do not grasp the degree of touching porcelain, it will lead to a marketing crisis.
At the beginning of Luckin’s establishment, it claimed to “kill Starbucks” and issued an “open letter to Starbucks”, which caused public controversy, but finally ended with Starbucks responding to “no intention of participating in the market hype of other brands”. However, after this failed porcelain, Luckin also changed its strategy and began to learn to skillfully rub the popularity of the spokesperson of the opponent’s Cudi. For example, after Cudi officially announced that the spokesperson was Wang Yibo, Luckin immediately changed the name of the coupon to “Motorcycle Sister Exclusive”, focusing on a 0-cost rubbing against the family.
If the porcelain side can make the porcelain party respond, or even when other brands join, it will be a more exciting marketing behavior. When the two sides of the porcelain touch fight and interact back and forth, topics will continue to arise. For example, KFC mentioned above responded to McDonald’s by turning McDonald’s marketing activities into its own marketing opportunities, attracting consumers and other brands to create an “FC” universe on social platforms and turning it into an Internet carnival.
More importantly, in addition to gaining high exposure to break the circle, Gaoming’s porcelain marketing should also create differentiated memory points, emphasize their own advantages, and let consumers remember their brand characteristics or product selling points. In the face of McDonald’s cage-free good chicken, KFC did not choose a light response, but proposed that the copywriting of “good fried chicken has scales” not only connots the other party’s flaws, but also highlights its own selling advantages. Similarly, ALDI also reminds consumers of the characteristics of “small packaging, high cost performance”.
Of course, porcelain advertising is only the beginning of marketing actions, and if you really want to deepen consumers’ understanding of brands and products, you also need to seize the opportunity to launch a series of innovative and lasting marketing activities, so that the brand can upgrade from “being seen” to “being remembered”.
03. Summary
The essence of porcelain marketing is to chase traffic and seek exposure.
It is worth noting that not every porcelain marketing will produce good results, and the truly brilliant porcelain marketing also needs to take into account the own strength, consumer emotions, advertising creativity, etc. of both sides.
Blindly touching porcelain without preparation will only backfire and damage your own brand reputation; Only the behavior of touching porcelain with no memory points will only get a short period of excitement and is difficult to penetrate the minds of consumers.
